Effect of Ornamentation on the Emotion Response and Perception of Motion Graphics

This study explores the effect of ornamentation on the emotional response and perception of motion graphics. A series of motion graphics were created, eye tracked, and tested for changes in emotional responses and perceptions based on the amount of ornamentation in the design. This study collected both quantitative and qualitative data to gain a better understanding of the viewer's overall emotional responses and perceptions of each video. Eye tracking data was studied to validate focal points and areas of interest. The quantitative data was analyzed by looking for correlations and trends. The qualitative data was analyzed for trends and reoccurring ideas. This study found that the amount of ornamentation in logo animations has a direct effect on the viewer's emotional responses and perceptions. More ornamentation led to overall positive changes in the emotional responses and perceptions of the brand or message, however there can be a turning point where the ornamentation can cause a negative response from the viewer.

Name thesis:degree_name

Master of Fine Arts

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Creative Technologies

Department dc:contributor.department

Art and Art History

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2013

Author dc:creator

• Musselman, Ryan William

Chair dc:contributor.committeechair

• Abel, Troy D.

Committee members dc:contributor.committeemember

• Burch-Brown, Carol S.
• Webster, Dane

• motion graphics
• emotions
• perceptions
• eye tracking
• data visualization

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

vt_gsexam:1014

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/23265